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Mini retailer Millennium to focus on key provincial cities

Millennium Auto, the official Mini retailer in Thailand, is planning to maintain sales momentum by redirecting its marketing force towards major provincial cities.

With the Bangkok market affected by ongoing protests, expansion to provincial markets is the solution, according to Somprach Bosuwan, general manager of Millennium Auto Co Ltd, a subsidiary of Master Group Corporation Asia (MGC-Asia) Co Ltd.

"In the past we concentrated mainly in Bangkok and its perimeters, but this year we will concentrate on staging road shows in major provinces such as Chiang Mai, Phuket, as well as major cities in the North and Northeast regions," he said, adding that this will enable Mini to maintain double-digit sales.

"We will hold events every month (instead of every quarter) both in the provinces and in Bangkok, in order to expand our customer base," he said.

The company has about 5,000 Mini customers after 12 years of service.

"We want to achieve double-digit growth so we need to find the right activities and strategies," he said.

During the first half of the year the company will launch several special models including the Mini R56 hatchback, Mini Coupe, Mini JCW (John Cooper Works), while the new model will be the Mini F56 due in the second quarter.

Last year, Mini sales grew dramatically thanks to the introduction of the locally-assembled Countryman model, which made up 40-45 per cent of total Mini sales in Thailand.

"The luxury car market is expected to grow this year, but the growth will also depend on long will it take for the political situation to ease out," Somprach said.

Mini has showrooms and service centers at Ekamai and Rama 3 Road, while the Rama 4 facility is undergoing construction and will be operational by the end of the second quarter.


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